Mexican beer brand Sol has signed on to be the exclusive sponsor of digital music portal Vevo’s new video series Vevo Go Show.
The Vevo Go Shows, produced by MCM Media, feature musical acts in unexpected locations around the country, recorded and broadcast across Vevo’s various platforms.
Production on the series begins next week, to run for four months, and will see the beer involved in all elements of the show, such as performance, interviews and behind the scenes footage.
The shows will be pushed out through Vevo’s various channels including its own site, YouTube channels, mobile and both Vevo and Sol’s Facebook pages.
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MCM Media’s national strategy director Greg Tremain said: “We’re delighted to be partnering with SOL Beer to launch VEVO Go Shows in Australia. The global series has showcased some of the world’s leading artists and we look forward to building on its success with some incredible locally produced content”.
Ruchi Agarwa of Pinnacle Liquor Group said: “Sol is excited to be bringing the VEVO Go Shows to the people, as fun and spontaneous moments with friends are where you will find Sol Beer.”
US and UK versions of the Vevo Go Shows have included performances from Weezer in a playground, Far East Movement in a taquira and Florence and the Machine at famous record store.
MCM Media rebranded in late August, with CEO Simon Joyce warning ‘brands that dismissed the power of music, risked becoming irrelevant.’ In August, MCM claim Australians watched over 44m video streams across Vevo’s platforms of Vevo.com, YouTube, Facebook and mobile.
VEVO launched in Australia through a partnership with MCM Media in April.